Does anyone know the development background and marketing strategy of InBev, Budweiser and South Africa, the top three beer companies in the world?

Company development background:

South African Brewing Company, headquartered in Johannesburg, is a world-famous brewer. In the early 1990s, the elimination of apartheid in South Africa and the great changes in the Soviet Union and Eastern Europe were not only political boundaries, but also signals to sell more beer. With the lifting of western sanctions against South Africa and the opening of new markets, SAB quickly entered the markets of sub-Saharan African countries, Eastern Europe, Latin America and even China.

SAB was founded in Johannesburg from 65438 to 0895, mainly serving gold diggers who love to drink. 47% of SAB's sales revenue is South African rand. In the past 12 years, the South African rand has depreciated by 80% against the US dollar. In the past two years, SAB's annual income has decreased by $2 billion due to the depreciation of Rand. SAB's acquisition of Miller can not only gain market share, but also gain "hard currency" of the US dollar. In addition, SAB can also obtain the second largest beer sales network in the United States, providing growth space for the Czech beer brand Pilsner Urguell acquired by SAB 1999.

Marketing strategy and market segmentation:

While one internationally renowned beer company after another has gradually faded out of the China market, SAB, the world's second-ranked beer company, has almost completely changed the rules of the China beer market under the unique foreground operation of its business partner China Resources. Only with the help of the second-tier market and local brands in the second-tier market, the embryonic form of the second largest beer brewer in China has been revealed.

I have mastered the China market.

When 8 yuan's 500ml Lan Jian beer sold well in many places in Chengdu and Sichuan unexpectedly, SAB's investment experts saw the dawn of making more profits in China.

Recently, an amazing news was revealed-China Resources Beer is negotiating a joint venture with a large domestic beer enterprise. No matter what the result is, it is enough to make the pattern of China beer industry change dramatically. SAB, which holds 49% of China Resources Beer, is in charge of the negotiation.

According to informed sources, all the negotiations on China Resources' acquisition of domestic beer enterprises are operated by SAB. Since China Resources accidentally ate Northeast Snowflake Beer at 1993 12 3 1, the principle that China Resources is responsible for management and SAB is responsible for investment negotiation and technical support has never changed. In the past eight years, China Resources Beer has invested 4 billion yuan in China beer market, and now it has 27 production units. As the controlling shareholder of China Resources Beer, China Resources Venture holds 565,438+0% equity of China Resources Beer.

For a long time, China Resources Beer has always appeared as an amateur capitalist who doesn't understand the industry in China market, but in fact, there are actions of international beer giant SAB in China market behind it. Last month, when SAB announced that it had spent $4.6 billion to acquire the world's third-ranked Mi Le Beer Company and changed its name to Mi Le Beer Company, SAB became the second largest beer company in the world. Will SAB be willing to appear as an invisible man again?

According to the analysis of overseas capital markets, SAB took over Mi Le Beer Company from Philip Morris, a famous American tobacco and food giant, with the intention of the American market, and increasing investment in China Resources Beer is its strategy to control the China market. The United States is currently the largest beer consumption market in the world, and China is expected to surpass the United States to become the largest beer producer and consumer in the world within 12 months. SAB has been in an invincible position strategically by grasping the American market and China market.

SAB began to explore the China market on 1994. It was in that year that China became the second largest producer and consumer of beer in the world, and it continues to this day. If SAB and China Resources jointly acquired Snowflake Beer at that time by accident, it is obviously the inevitable result of SAB's firm long-term investment strategy to become the second largest beer industry in China by holding China Resources Beer today.

The only foreign winner in the beer industry

SAB is definitely not the most famous foreign beer in China. Up to now, few consumers even know what SAB's most famous beer brand is, but this does not affect its successful expansion in China market. While other international beer giants have lost their cards and left, it still sticks to the huge poker table of China Beer.

"SAB is obviously the most successful foreign beer company in China," said Alan storm, beverage industry analyst of Johannesburg Securities Fund. More than ten years ago, in the 1990s, many foreign beer companies flocked to China to promote their "international brands", but soon found that they just lost a lot of money quickly, so they sold their own breweries or lost money in the market operation. Bath in Britain, Foster in Australia, Mi Le just merged by SAB, Asahi, Kirin and other beer enterprises all invested in China in 1990s and then sold their enterprises. But SAB continues to expand, and its method is as simple as buying shares in some local beer companies.

Acquisition of local strong brand beer enterprises, this unique mode of operation, is SAB's sharp competitive advantage. Buy local breweries, then invest in their production equipment and technology and vigorously promote their original dominant brands, instead of letting them switch to SAB's original internationally renowned brands such as Grand Castle, Czechs and PilsnerUrqueli. SAB's spokesman said in an interview with foreign countries that SAB would rather keep these local markets away from the international markets where international brands gather. "We focus on local brands, focus on some second-tier markets, and stay away from markets where some state-owned beer brewing enterprises and enterprises compete excessively."

SAB's approach gives people the impression that the biggest mistake made by international tycoons who invested in China beer in the early days was to let China people who didn't have enough disposable funds in their pockets buy expensive international brands.

Capital increase to China Resources was $654.38 billion.

SAB's strategy in China is to continue to expand investment.

In June 5438+February last year, China Resources Beer first inserted the logo of its 26th and 27th beer enterprises in China into the two leading brands in the secondary market in China. It bought a 60% stake in Dongxihu Beer in Hubei Province from Danone Asia. SAB did not disclose the purchase price, but it said that all the assets acquired were worth $76 million. At the same time, it paid $5.6 million for owning 85% of Snow Beer.

The South African Bank said it would attract more capital from the capital market to invest in China. In April this year, it announced the plan to invest $65.438 billion in China Resources Beer. Andrew parker, regional manager of South African Bank in Africa and Asia, said that these funds will be used for these enterprises acquired in China and their brand building. At the same time, it also promoted a fashionable beer brand called Snowflake.

SAB claims that its business in China is profitable, and says that the investment in China is in the stage of management upgrading and market integration, and the opportunity to get more income is among them. SAB's management strategy is resolutely not to participate in the daily management of the acquired enterprise. It said, "African experience tells us that it is very beneficial to enter a new market with a strong local partner. Due to the huge phonetic and cultural differences, it is very necessary to emphasize the assignment of daily management tasks to Manager China. " In fact, the management work is undertaken by China Resources, which has a deep government background. In sharp contrast with British Bath Beer SAB, due to the rigid partnership with China, Bath's managers had to bring bodyguards when visiting its production base.

Balance global share and China market.

The average annual beer consumption of beer consumers in Chinese mainland is only 65,438+08 liters, while the global average is 50 liters. SAB analysts say that one of the factors to make more money in China is to provide beer to as many people as possible. "Improving beer quality and sales network is the key to sales growth, and we believe that we are doing this. The west is an undeveloped potential market, and the eastern coast and northeast are the main supply and marketing markets at present, so in fact, in every provincial capital city, there is still a high space from our expected sales limit. "

Another way to make money is to convince people to drink more than 18 liters of beer a year. Building a brand is the way out for this place, which is why SAB is now starting to make Snowflake brand look fashionable. However, the establishment of brand loyalty that SAB yearns for takes time and market wisdom.

SAB is a company listed in South Africa and London. South Africa's local production provided 48% of SAB's profits in 2000, but the exchange rate of South Africa's currency against the US dollar fell by 74% in the past 12, which seriously hurt its fundamental interests. What's more, the number of AIDS patients in Africa has increased sharply, and many beer drinkers aged 65,438+05 to 50 have to cut down their beer consumption because of the sharp increase in household health expenditure. In India, the South African Broadcasting Corporation is mired in ever-changing rules. A securities analyst in London said that this is the real reason why SAB spared no effort to invest in China, because the China market, like its newly acquired subsidiary Mi Le, will help SAB to balance its lost share in other markets.

In fact, the China market may fundamentally help SAB support the gambling situation in the global beer market, and SAB has a strong hand in China.